Audience Amplification
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Today, most scientific communications are being published, read and archived digitally. Digital avenues are creating new channels and opportunities for scientific communication and exchange. Audience Amplification is about harnessing digital tools and channels to improve access and Impact of digital communications, increasing author engagement, and measuring communication resonance with the audience. There are four parts to a robust audience amplification process.
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Audience Awareness
To properly amplify communications it is critical to understand how the audience communicates online, where do they go to consume scientific information and how do they find that information. Audience Awareness is determining who the audience is and where they are consuming their digital scientific information and data.
Publication Search Optimization
In the digital environment, there are some specialized optimization techniques that can enhance the visibility of any digital content. Publication Search Optimization is simply applying those techniques to the development and dissemination of a communication, be it a webinar or publication.
Active Engagement
Active engagement is the process of creating awareness of the digital communication amongst the desired audience and giving them a reason to view it. Successful active engagement starts during the planning stage while a communication is in development and continues on for a defined period of time post the event or publication.
Metrics
In the past, scientific communication metrics concentrated mostly on references and citations. Today, digital communications can deliver far more detailed measurements of audience engagement.
High quality metrics will maintain a focus on the communication objective and assist in the development and proper delivery of the communication. In Audience Amplification, we consider digital metrics from the beginning strategic design of the communication plan all the way through delivery
To properly amplify communications it is critical to understand how the audience communicates online, where do they go to consume scientific information and how do they find that information. Audience Awareness is determining who the audience is and where they are consuming their digital scientific information and data.
Publication Search Optimization
In the digital environment, there are some specialized optimization techniques that can enhance the visibility of any digital content. Publication Search Optimization is simply applying those techniques to the development and dissemination of a communication, be it a webinar or publication.
Active Engagement
Active engagement is the process of creating awareness of the digital communication amongst the desired audience and giving them a reason to view it. Successful active engagement starts during the planning stage while a communication is in development and continues on for a defined period of time post the event or publication.
Metrics
In the past, scientific communication metrics concentrated mostly on references and citations. Today, digital communications can deliver far more detailed measurements of audience engagement.
High quality metrics will maintain a focus on the communication objective and assist in the development and proper delivery of the communication. In Audience Amplification, we consider digital metrics from the beginning strategic design of the communication plan all the way through delivery
[1] 2019 NEJM Group U.S. Media Kit. https://www.nejm.org/pb-assets/pdfs/2019-NEJM-Group-US-Media-Kit-1552499684437.pdf. Accessed May 7, 2020.
[2] DRG/Manhattan Research. Taking the Pulse®, 2017.